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An ‘Always On’ Bus campaign increased consideration and drove action towards a West End Musical

The Challenge

The West End Musical hoped to understand and improve perceptions of the musical, to help drive consideration of the show among both new and existing audiences. 

The Execution

The West End Musical consistently uses London Buses to drive awareness of the musical. This particular campaign was a 6 month ‘Always On’ campaign on London Buses which ran between 2015 & 2016. This consisted of Bus (T-side and Superside formats) and some London Underground formats. In order to capture the effectiveness of this campaign, we measured campaign metrics over a two week period, in association with Dipsticks Research. The sample consisted of 1,000 respondents:

All aged between 25-65 years, 50:50 gender split
SEG: 40% AB and 60% C1C2DE
50% homeowners and 50% renters

Test Sample: 50% who live in London and 30% who visit/work in London at least three times a week
Control Sample: who live elsewhere in the UK

The Results

The recent Bus ads worked to improve consideration and drove action amongst London (Live/ Visit) respondents. 62% who recalled the ads have taken action towards the show in the past 6 months, and 74% want to do so in the next 6 months. 

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Information

Results

Drove action

62% of London (Live/ Visit) respondents who recalled the ads have taken action with regards to musical in the last six months (vs. 26% that did not recall)


Drove online

27% of those who recalled the Bus ads interacted with the West End Musical online (vs. 9% that did not recall)

Contact our Research team for more information on our insights - 0800 80 85 619